Social media is an ever growing and evolving form of communication that allows people all over the world to connect, share, engage, and manage their lives for others to see. Looking back at the last decade, forms of social media have changed so much and have become a part of our everyday lives. Society uses social media in almost every aspect of our lives on a daily basis to promote different topics, ideas, or life updates. Even businesses have begun to use social media to connect with consumers. But how do we know if we are connecting with the right people and engaging in productive conversations?
In Professor Luttrell’s book “Social Media How to Engage, Share, and Connect” she talks about how there is a model that we can follow to make sure that social media is properly being used. This way we can enhance our social media presence. This model is called the SoMe model. The different sections of SoMe include share, optimize, manage, and engage. If businesses and other social media accounts follow the SoMe rules, their social media will thrive. The parts of SoMe include the following:
- Share: The share portion of social media starts the conversations that can be had. According “Social Media How to Engage, Share, and Connect” the share portion of SoMe includes “participate, connect, build trust” (Luttrell 33).
- Optimize: To optimize social media accounts one must “listen, learn and, take part in authentic conversations” (Luttrell 33).
- Manage: It is essential that social media accounts are managed. If an account goes unmanaged then important questions, comments, and concerns can be missed. When managing social media accounts it is important to remember the steps to take to make it great. According to socialmediaexaminer.com “The first step is to put the right systems in place to keep your posts relevant, interesting and valuable for your audience” (King).
- The last section of SoMe is the engage portion which includes the ability to “influence relations, understanding where the audience is, and how to reach them” (Luttrell 33).
Another important part of managing social media is to remember the golden rule of social media. People like to feel special and feel like they are feeling heard. Because of this the 80/20 rule is crucial to remember. If someone finds a social media account that does not interest them or appeal to them, they will not revisit it. With the 80/20 rule, 80% of the content of social media should be from “…discovering what your audience is really interested in and responding to those needs, will your brand be able to maintain a consistent, sustainable, and engaging online social media presence” (De Beule). The other half of that is the 20% that should be geared toward the business itself. This should “Include a discount, add a special offer, provide useful statistics, etc.” (De Beule).
The 80/20 rule works with SoMe because everything has to be of equal balance. Having social media be such a large part of society is a great thing. However, that also means that people need to properly use the social media channels to enhance their accounts and promote their businesses, brands, and anything else they may stand for. Social media is a great tool to use if done the right way. By following the SoMe model and the 80/20 rule your social media accounts will be flawless.
Hailey Hunter is a junior majoring in public relations and minoring in general business. She is very passionate about Greek Life and hopes to someday work in higher education and student affairs. Follow her on Twitter @HaileyHunter3
De Buele, S. (2013, December 17). The 80/20 Rule: Why Just 20% of Your Social Media Content Should be About Your Brand. Retrieved October 9, 2016, from http://www.socialmediatoday.com/content/8020-rule-why-just-20-your-social-media-content-should-be-about-your-brand
King, C. (2016, November 18). 20 Social Media Marketing Tips From the Pros. Retrieved October 9, 2016, from http://www.socialmediaexaminer.com/social-media-marketing-tips-pros/
Luttrell, R. (2016). Social Media How to Engage, Share, and Connecr (2nd ed.). Lanham, Maryland: Rowman & Littlefield.